10 Ways to Use Social Media for Lead Generation and Nurturing
4. Understand the relationships people may have with different social networks, which then may guide how to relate to them. "Take advantage of the viral nature of Twitter," Koch advises. "I make a distinction between what I call a permission-based social media, like Facebook and LinkedIn that mimic the way we make relationships in real life—which is that I have to know you, I have to understand why you're relevant to me, I've hopefully had some kind of experience with you before, I will let you into my space. And Twitter really changes that, and there are other tools like Twitter that are changing this model and what I call the viral relationship model; meaning, I don't have to know you, I don't have to have a relationship with you, I can just search for you based on the content that you're producing and the interests that you're displaying through Twitter. ... Once you can examine what's going on in this viral network, your possibilities for expanding your relationships are greatly increased. And I think that's really relevant for lead generation."
5. Think of existing customers as leads, too. Upselling to existing customers may be easier to do in social media if companies instead think of it as lead nurturing. People on these networks are learning from each other, as well as performing their own research. "What marketers are telling us is that private, gated online communities are the most effective social media tools that they're seeing," Koch says. "And so, by hosting this environment, you can obviously observe their behavior and get a sense of when someone who is a customer is becoming a lead for something else that you want to sell."
6. Put social media links and icons in marketing messages in other channels. Chang says having an icon on direct mail or a linked icon in e-mail footers is a good way to direct leads to, for instance, company profiles or a specific professional's profile.